In 2024, media outlets worldwide saw a 40% increase in revenue from sponsored content, in partnership with content marketing platforms.
According to PRNEWS.IO, media outlets earned a total of US$3.3 million through partnerships with its content marketing platform alone in 2024, a 40% growth reflecting the rising importance of branded content as a reliable revenue source for publishers, especially small and mid-sized outlets, as advertisers prioritize more engaging and less intrusive formats.
Between 2019 and 2024, total payouts to publishers through the platform exceeded US$9 million, reflecting the increasing popularity of sponsored content as a win-win solution for both brands and publishers. Compared to previous years, 2024 saw a significant increase in revenue generated through the platform.
The growth reflects a change in consumer behaviours and the evolving needs of brands and publishers. The US, India, the UK, Spain and Ukraine led the list of countries receiving the highest payouts through PRNEWS.IO. This result demonstrates a global initiative by companies to adopt branded content in their strategies to win over audiences in different markets, increasing engagement and exploring new sources of revenue efficiently.
“While traditional formats like banners and pop-ups are showing signs of saturation, sponsored content is gaining momentum for its more organic and engaging approach,” says PRNEWS.IO’s founder, Alexander Storozhuk. “These formats offer readers a less disruptive experience, seamlessly blending advertising into editorial content.” Rather than being interrupted by intrusive banners, consumers encounter articles, videos and other formats that provide added value without overwhelming them with ads.
Impact of branded content on brand performance and engagement
Research by Teads & Lumen highlights that native formats, such as branded content, capture greater attention and deliver consistent results across the marketing funnel. According to the analysis, 9 seconds of attention are needed to impact brand consideration, while 8 seconds can influence purchase intent.
The global growth of the native advertising market reflects this trend. Projections by AdYouLike estimate that the sector will reach US$400 billion by 2025, marking an impressive 372% growth compared to 2020. This surge illustrates the rising preference among brands and publishers for solutions that organically integrate advertising messages into content, unlike traditional ads that often face audience rejection.
Future of branded content for publishers
Throughout 2024, PRNEWS.IO demonstrated that the future of digital content monetization lies in more integrated and organic advertising experiences. With over 30,000 sponsored articles published across 10,000 news sites worldwide via its platform, the company strengthened the financial sustainability of media outlets and set a new standard for sponsored content as a low-impact, high-return form of advertising.
“PRNEWS.IO goes beyond connecting brands with media outlets; the platform acts as an enabler for publishers navigating changes in the advertising landscape. This unique approach allows media outlets of all sizes to benefit from consistent revenue without compromising editorial integrity,” PRNEWS.IO’s CMO, Alex Nigmatulin, added.
As more publishers embrace these content models, the potential to create a more efficient, personalized, and valuable advertising ecosystem for all stakeholders becomes increasingly clear.
